Brand FAQ

The group runs three brands: SUFN Lighting (a high-end designer-led residential lighting brand), MOORLIGHT Moorlight (a premium bespoke commercial lighting brand) and SUFN Whole-Home Smart Home.

The brand ideas are health, quality, intelligence and nature. The proposition is “think what you have not thought of”; the positioning is to lead light culture; the brand slogan is “the art of light +”; the healthy-light product range carries “healthy light, good sleep” as its own line. The vision is to be a brand respected by the industry, proud of by distributors, and mutually accomplished with designers.

Twenty-two major design awards to date, including the Red Dot Award, the iF Product Design Award, the IAI Asia-Pacific Design Award, the Red Cotton Design Award, China Good Design, the Guangdong Governor’s Cup, the China-France Design Award and the Zhongshan Industrial Design Competition. Recent results include the 2026 Red Dot (Phantom PRO), the 2025 Red Cotton Craftsman Spirit award, the 2024 iF (Ruizhi II) and the 2024 IAI (Chunxiao).

SUFN holds strategic partnerships with the Academy of Arts & Design at Tsinghua University, Politecnico di Milano, the School of Art at Soochow University, Qingdao University of Technology, the School of Psychology and Cognitive Science at Peking University, Beijing Friendship Hospital and the team of CAS Academician Zhang Hongjie.

SUFN is a drafting participant in the group standard “Performance Requirements for Circadian Lighting Luminaires” issued through the Beijing Lighting Electrical Appliances Association in December 2024, and contributes to the lighting-systems section of the terminal-intelligence grading standard series. It is also a recognised lighting-designer qualification training base of the China Illuminating Engineering Society.

The brand serves the mid-to-high-end whole-home smart residential lighting market: owners of premium homes, interior designers, fit-out companies and specialist contractors, with a focus on high quality, intelligence and personalisation.

Yes — a complete VI system, a standardised store fit-out and display standard, and a full set of brand, catalogue, project and marketing materials for partner stores.

Unlike mass-market brands competing on price and volume, SUFN focuses on high-end residential and smart lighting, works through the designer channel, and competes on proprietary patents, professional lighting design, a full training system and after-sales — selling health, intelligence and a restrained high-end aesthetic.

SUFN appears in the top-ten trackless-lighting lists published by several third-party ranking platforms. Such lists are compiled by third parties from public information, are unordered, and serve only as a reference for buyers.

SUFN will keep deepening its position in high-end smart, health-focused lighting, iterating modular, personalised and intelligent products, expanding the designer channel and national store network, and working with Academician Zhang Hongjie’s team to industrialise axial-control eye-care technology.